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CuteWinFail: A Brief Overview
Concept
Case Study: CuteWinFail
Hosted short-form interactive show where
the host presents three clips – each falling
within one of the Cute, Win or Fail
categories. The audience votes by posting
comments as to which clip is the most Epic.
Audience*
CuteWinFail launched on September 27, 2010 on YouTube. The first 66
weekly episodes have been produced which have averaged 1.2+M views per
episode and 30,000+ votes per show, making it one of the most viewed
comedy shows on YouTube in 2011. The dedicated YouTube channel that also
includes outtakes, bonus material and clips has 230,000+ subscribers.
Hosted by Toby Turner (YouTube Star with 1.4+ million subscribers);
Produced by Phil DeFranco (Co-EP, YouTube Star with 1.9+ million
subscribers) and Tony Valenzuela (Co-EP, YouTube Creative Director with
342,000+ subscribers)
Your Daily Dose of Epicosity
Total show views: 85M+
Number of shows produced: 66
Average votes per episode: 30,000+*Current as of 12/13/2011
Platforms
YouTube
Get Glue
UStream
Clicker
Top Fan EngagementsCase Study: CuteWinFail
• Sharing episodes – Viewers share the
episodes on YouTube
• Posting user-generated videos – Viewers
post video responses
• Parodies – Viewers create their own
impersonations of Toby and the format
• Outtakes – Bonus footage edited together
featuring Toby’s bloopers
Insight-Driven Interactive Programming Key Insights
Week of 11/21-11/28
All of our social storytelling efforts are built around turning passive
audiences into active communities by telling a shareable, engaging and
persistent story across all the platforms of a show. We begin this process by
listening to our community.
For CuteWinFail, we developed Facebook and Twitter platforms that allowed
us to capture our community and discover not only what content excited
them, but also how they engaged with it. Using insights gleaned from our
ongoing listening campaign, we developed interactive social storytelling
features that enable and extend existing user engagements.
In other words, we learn what users want and create entertaining ways for
them to fulfill those needs.
Insight-Driven Interactive Programming Key Insights
Viewers organically share their own user-
generated content on YouTube and other
platforms.
Fans respond to the show and spend time
creating their own parodies and mash-ups.
Case Study: CuteWinFail
Our dedicated YouTube channel has garnered 232,000+ subscribers and 37+
million views in its first year alone. The channel features the CuteWinFail
Episodes and CuteWinFail Outtakes. Sourced from the world’s largest curated
UGC archive, our playlists are organized into trending topics on YouTube,
such as Sports, Holidays, Weddings, Fails, Babies and Pets.
The episode engagement rate is especially high, with 30,000+ weekly votes
determining which video is the most Epic. Each day a new clip is uploaded,
and includes interactive elements such as giving viewers the opportunity to
name a clip and write commentary.
YouTube Channel
Key to the success of the channel is the collaboration and cross-promotion
with our creative partners, Toby Turner, Tony Valenzuela and Phil DeFranco
who each command major audiences and subscribers across YouTube.
Most recently, CuteWinFail was included in the “YouTube Creator Handbook”
as an example of best practices for traditional production companies seeking
to launch content on the site.
Case Study: CuteWinFail
Engagement is part of the DNA of the CuteWinFail brand, and
we’ve created a community with 5,500+ likes that feature
photos and a watch it page from YouTube. New videos are
uploaded daily with high engagement and reach. Also included
are video ecards, which allow users to customize their own
messages, choose music and select CuteWinFail content to share
with their own social graph.
Facebook Engagement
The CuteWinFail Twitter presence contains consistent
Twitter Engagement
The CuteWinFail Twitter presence contains consistent
messaging with links to daily uploads and bonus footage. Our
brand equity on Twitter is driven buy our high retweet rate by
influencers in the YouTube talent community. We believe that
engaging our viewers organically and authentically is key in
scaling entertainment brands on the platform.
